SAS Customer Intelligence 360 and SAS Viya help you deliver personalized engagement and scale your AI decision-making efforts.
Cary, North Carolina, July 28, 2026 /PRNewswire/ — Telekom Srbija, Serbia’s leading telecommunications provider with a significant presence in Southeast and Central Europe, is redefining what it means to be a modern telecommunications operator, with the support of SAS, a global leader in data and AI.
Telekom Srbija deploys SAS Customer Intelligence 360, SAS’ AI-powered customer engagement platform, to unify campaign planning, orchestration, and execution in one solution.
Telekom Srbija uses SAS Customer Intelligence 360, SAS Intelligent Decisioning, and SAS® Viya® Unify campaign management, deliver personalized customer engagement, support real-time decision-making, and scale AI-driven marketing.
While communications, broadband and connectivity remain a priority, Telekom Srbija has gone beyond traditional communications services and built one of the most successful content production engines in the region, producing content such as television series, films and documentaries, which is consumed by local markets and people around the world.
But as Telekom Srbija expanded, its marketing operations also became more complex. Multiple teams were running independent campaigns, often resulting in inconsistent messaging and a fragmented customer experience for more than 8 million customers.
“Previously, nine different teams were creating campaigns, but no one knew who would do what and when,” says Natali Delić, Head of Strategy and Digital at Telekom Srbija. “Customers were receiving conflicting offers across channels, reducing effectiveness and increasing costs. We needed a unified approach.”
To deal with this, Telekom Srbija deploys SAS Customer Intelligence 360, SAS’ AI-powered customer engagement platform, to unify campaign planning, orchestration, and execution in one solution.
SAS Customer Intelligence 360 enables Telekom Srbija to:
- Centralize campaign management across teams and channels.
- Eliminate duplicate messages and customer fatigue.
- Deliver consistent, coordinated engagement at scale.
- Enable real-time personalization.
- Build a scalable foundation for AI-driven marketing.
“At SAS, we are moving from broad segment-based campaigns to highly sophisticated offers tailored to micro-segments, including individual customers,” said Delić.
Smarter driving, real-time decision making
Telekom Srbija has also modernized its decision-making capabilities, evolving from trigger-based campaigns to fully contextual and real-time engagements. By combining SAS Customer Intelligence 360 and SAS Intelligent Decisioning, the company can:
- React instantly to customer actions.
- Deliver relevant offers based on real-time context.
- Grow engagement across channels including mobile, web, and self-service apps.
“Context is everything,” Delich said. “Messages can be annoying in one moment, and extremely valuable in another. SAS allows you to respond in real-time, taking the right action at the right time, through the right channel.”
The combination of SAS Customer Intelligence 360 and SAS Intelligent Decisioning enables real-time personalization based on customer behavior and context.
Expanding AI with cloud-native analytics infrastructure
Telekom Srbija has introduced SAS Viya, a scalable cloud-native platform that integrates analytics, machine learning, and AI to support continued growth and innovation.
“We knew we needed a platform that could bring everything together. We needed a company that shared our innovative spirit and gave us the ability to grow and scale,” said Delich. “That’s why we chose SAS Viya.”
Since its introduction, the company’s vision for AI has rapidly grown and built out a wide range of capabilities in SAS Viya, including:
- Unify analytics, AI, and machine learning in one environment.
- Supports multiple programming languages and teams.
- Enables exploration of large-scale language models and AI agents.
“Viya’s potential continues to expand,” Delich said. “We are currently exploring how large-scale language models and AI agents can help marketers accelerate campaign creation, increase customer engagement, and automate marketing workflows.”
SAS Customer Intelligence 360 helps organizations unify customer data, orchestrate personalized customer journeys, provide real-time engagement, and measure marketing performance across channels. For more information, SAS Customer Intelligence 360visit SAS Customer Intelligence 360.
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